International media companies are becoming very aggressive in India and the latest to join the league is Warner Bros. The media entity is already operational in India with its theatrical or films division. In a bid to augment its presence, it is now launching some of the other divisions in India, which comprise television, home videos and consumer products.

Warner Bros India’s Managing Director, Blaise Fernandes, has been promoted to the newly created post of VP-Managing Director to oversee these businesses. Even as Fernandes will be involved in all in-territory businesses, working closely with the division and regional and local managements, his focus would continue to be on films.

Citing corporate policy, Warner Bros India did not offer any comments on the development or on any further details on the nature and plans on these divisions. Like most of its competition – Walt Disney, Columbia Tri-Star, Paramount Picture and Universal – Warner Bros, too, is increasing its emphasis on penetrating the Indian market. One example that indicates this intent is seen in the merchandising for its recently released movie, ‘Superman Returns’, in India.

Industry sources are quick to point out that given the concerted initiatives that different Hollywood studios have taken in the Indian market, it was about time Warner Bros took some strong steps too. However, not much is available on the marketing of these divisions except that regional synergies would be the key in operations.

Fernandes, who has been with the company for 16 years, will report to Meyer and Horn through Fox. He has been Managing Director for Warner Bros in India since 1992.